DICK SMITH IS BACK ALREADY (ONLINE, THAT IS)

Kogan's new Dick Smith website bears a lot of similarities to Kogan.com. Kogan is also the new Dick Smith house brand.

Kogan relaunched the Dick Smith brand today in Australia and New Zealand as an online-only "pureplay" retailer, a full month ahead of schedule.

Having been built by the Kogan.com team in under two months, it's no surprise (nor a criticism) that the two websites bear more than a passing resemblance to each other (see the accompanying screen dump of the NZ Kogan website).

The all new Dick Smith model clearly leverages the existing operations and logistics infrastructure of the Kogan.com business.

The new pureplay Dick Smith model now has "an improved range, lower prices, great customer service, and a better online-only shopping experience".

It also has a new house brand that is not Dick Smith but Kogan branded. Again this makes sense, although the latter will not be as immediately recognised in the New Zealand context.